Genta’s iconic design gets a covert update.
Bulgari has dropped a contemporary new version of its 45-year-old Bulgari Bulgari model with a full black steel case and bracelet.
The Gerald Genta-designed classic, which took its inspiration from a Roman coin and went further in terms of conspicuous branding than any watch before it, gets a black DLC coating on its stainless steel case and bracelet.
The Bulgari Bulgari has gone from being a promotional gift with a digital LCD readout to an analogue classic housing quartz and mechanical movements. This new 41mm version houses an automatic indicating time and date while a near identical 33mm ladies model uses a quartz alternative and features a black ceramic cabochon set in the crown.
The double branding is engraved in the bezel which surrounds a black lacquered dial with hand-applied hour markers.
The Bulgari Bulgari Black 41mm officially drops at the Geneva Watch Days event in Switzerland at the end of August, when prices will be available.